1) A press conference is held to publicly share a message or information with journalists. It involves preparing by deciding on the key messages, speakers, venue, and invitees. 2) During a press conference, journalists ask questions to elicit newsworthy responses from speakers. Reporters should do research beforehand and actively participate by asking clear, specific questions. 3) After a press conference, journalists analyze the responses and announcements to write accurate, objective news stories that identify the most newsworthy information while avoiding repetition. They consider the context and intent of the event to effectively report on it.

1. How to Handle, Hold & Report aHow to Handle, Hold & Report a
Press Conference ?Press Conference ?
Dr Ashok Kumar, Assistant Professor, IMC&MT,KUK
Email: akkumar@kuk.ac.in

2. Understanding strengths &Understanding strengths &
Weakness of Media (PrintWeakness of Media (Print
Media)Media)
Strengths
• Message received at home
in a relaxed atmosphere.
• The readers look forward
to receiving their
newspaper
• News gives the newspaper
a better position to be
trusted
• Can cop with a detailed
coverage
• Written word has a
credibility
• Message carry urgency
• High on national coverage.
Weaknesses
• Suffers from literacy
barrier
• Low self life as
newspaper become
stale in a day.
• Lack drama and
emotions
• Overtaken by
television in speed
• Lacks empathetic
readership
• What is the reader

3. Television as audioTelevision as audio
visual mediumvisual medium
Strengths
§ Reaches a wide audience
§ Sight, sound and colour
creates dramatic
possibilities
§ Larger then life images
§ Achieves viewers empathy
§ High on credibility
§ Wide choice of channels
without incurring extra
cost.
§ A family medium
Weaknesses
• Expensive for time and
production
• Bad quality
transmission problem
and poor anchors put
the viewers off
• Too much viewing bad
for eyes
• Tends to make people
home birds and
unsocial
• Depiction too much
sex and violence can
have a adverse impact

4. RadioRadio
Strengths
• Wide coverage
• High opportunity to
listen among listeners
• Advertising
inexpensive as
compared with
television & Press
• Long broadcasting
Hours
• High impact and
immediacy
• If a transistor is used
become a mobile
medium
• Weaknesses
• Suffers form apathetic
listeners
• Television preferred
over radio
• Speed of broadcasting
• Not a very interactive
medium
• Not very innovative

5. CinemaCinema
• Strengths
• Impact of big screen
with sound movement
and colours.
• Attracts young
crowds
• Theatre viewing is a
socializing event.
• Selective local
advertising coverage
possible which can
gain immediate
impact.
• Weaknesses
• Television has eroded
the cinema audience
base
• Slow build of
audience.
• Attendance is low and
infrequent.
• Commercials shown
either at the begging
or during the interval
when high attendance
is not ensured.

6. Outdoor (Poster,Outdoor (Poster,
billboards, Hoardings)billboards, Hoardings)
• Strengths
• High coverage
• Large sized billboards give
larger then life image
• Site can be booked very
flexibly.
• Can create drama with
colours and size
• 24 Hours Projection
• Good reminder medium
• A community medium
• Weaknesses
• High printing cost of
Posters unless used on
large scale
• Suffers poor audience
research.
• Environments crusade as
they spoil the landscape
• Short circuiting possible in
Monsoon season.
• Only small message
possible
• They distract attention of
drivers

7. New MediaNew Media
• Strengths
• Global Networking
• Seamless coverage
• No hierarchical set up
for access information
• High interactivity
• Free to access
medium
• Instant connectivity
• A store house of
knowledge
• Online marketing
• Weaknesses
• Low access
• Information overload
• Banner add recall not
very high
• Message spill over
unrequited territories
• Not a medium to suit
all demographic
profile
• Requires time
commitment

8. MobileMobile
• Strengths
• A communication
revolution
• Reach not depend
on location
• Reaching the right
target audience
• Permission
marketing possible
• Emotional
conotation
• Weaknesses
• Nuisance value
• Intrusion in privacy
• A possible health
hazard
• Literacy barrier

9. Media Relation toolsMedia Relation tools
• External Public
• Press Conference
• Press Briefings
• Press Tours

10. Benefits of PressBenefits of Press
ConferenceConference
• Plus: Consistent messages; save
time
• Minus: Media may not be able to
attend, pack mentality.
• It can also create controversy.

11. How to organized and holdHow to organized and hold
a Press Conference ?a Press Conference ?
• Three stages of a Press Conference
Pre event Preparation
During event Preparation
Post event Preparation

12. Decide FirstDecide First
• Reasons for organizing Press
conference
• What will be the message
• Where to hold it?
• Who will hold it?
• Who to invite?
• How and when to invite the media?
• Handouts?

13. Consider the followingConsider the following
organising the Conferenceorganising the Conference
• A Decision about spokesperson, who will
address the press conference.
• PR person himself should not address a press
conference.
• Prepare a press kit, which would ideally contain
a press background, a news release, picture,
writing pad and other literature.
• Make the list of invitee carefully. The list should
comprise those who cover your organisation.
• Decide a venue, which is suitable for media
person.
• Make arrangements for transport of media
person form a convenient place at the venue and
for the return journey.
• Decide on timing, it should neither be too early
nor too late in the day.

14. Arrange hospitalityArrange hospitality
• Press conference is a master ceremonies
for a public relations officials
• He is in complete control of the press
conference beginning to end.
• He has to introduces himself and spokes
person of who will address the
conference.
• Brief address and told purpose of the
conference then media persons are
invited for questions.
• Fix time frame 45 minutes to one hour for
the conference.
• Not intervene during press conference

15. How Media Reporting aHow Media Reporting a
Press Conference ?Press Conference ?

16. Press ConferencePress Conference
Candidates, officials and other people
hold press conference for the
following reasons
üThey feel an obligation to make
information public
üThey want to get a message across to
as many people as possible
üThey would like to be seen in a
newspaper and on news casts
Press Conference is a Gang Interview in
which every reporter is given the same

17. Press Conference aPress Conference a
Media eventMedia event
• People who hold the press
conference usually know in advance
what they want to say.
• An experienced person holding a
press conference is able to control
it more then the reporters can do.
• Press conference is a big media
event

18. Before the PressBefore the Press
ConferenceConference
• Read Press releases announcing the
conference
• Read and research something about
the person who is holding the press
conference.
• Read article and books
• Talk to editors and your colleagues
• Talk to other reporters
•

19. What should we do, duringWhat should we do, during
the conference ?the conference ?
• All reporters are at press conference for the
same reason.
• They want to ask questions that will elicit
newsworthy response.
• Those who have done their home work best and
those who are actually able to ask questions will
be most successful.
• Television reporters have a advantage over print
media in conference. They are controlling the
questions.
• Print reporters must make themselves visible
and audible.
• Reach early to get front row seat.
• Ask specific questions.

20. After the conference WhatAfter the conference What
should we do ?should we do ?
• Which questions are best ?
• Is the speaker answering candidly ?
• What is new and what has been said
before ?
• Is the speaker skirting any issues
• What is the best lead ?
• How should the story be organized ?
• What is the most newsworthy response
during the press conference ?
• What are the other key points of the
conference.

21. What should keep in MindWhat should keep in Mind
while reporting conferencewhile reporting conference
• Do research
• Listen carefully
• Give others opportunity to ask questions
• Understand importance of time
• Decide your questions
• Don’t fight
• Ask logical and sensible questions
• Don’t repeat your questions
• Understand the objective of organising
the conference
• Reach on time, if you are late ask others
• Behave properly

22. Before ReleasingBefore Releasing
Information to the Media,Information to the Media,
ConsiderConsider
• Ability—Do you have the right
information?
• Competency—Are you qualified to discuss
the topic?
• Authority—Who has jurisdiction over the
issue?
• Security—Is the information classified?
• Accuracy—Have you verified the
information?
• Propriety—Does it display sensitivity and
dignity?

23. ReferencesReferences
• Jaishri Jethwaney, N.N Sarkar,
Public Relations
Management,sterling publisher pvt.
LTD.
• Bruce D. Itule, Douglass Anderson,
News writing & Reporting

24. • Thank you Very much
Have a good day !